Looking for a new spot to shop/explore? A hidden gem in the boutique jungle on this side of the Hudson, Vivi Girl Shop in Jersey City, is our latest feature. We’re sharing a peek inside of this clothing and accessories boutique at 512 Jersey Avenue in downtown JC — chock full of upscale basics and trendy-yet-posh duds.

For this local boutique spotlight series, we rank each boutique from 1-5 in the following categories: first impression, variety, ambiance, convenience, and authenticity. Then, there will be a final “get up and go” comprehensive overall score where 1 = nah, pass and 5 being MUST-GO ASAP… so let’s get to it!

First Impression: 5

It may have been the pink vinyl window lettering or the beautiful sunny day we were having, but something just sparkled about the Vivi Girl Shop storefront. Call us crazy, but this place is just begging shoppers to come in from the sidewalks of Jersey City.

Variety/Size: 3

Although they have plenty of options to choose from, the shop is slightly on the small side in comparison to other shops in the area when it comes to actual square footage. While the store has more of a New York City-esque vibe in size, it carries plenty of alluring brands: from Quay sunglasses to the captivating Boy Smells, Orla Kiely, Tocca, Ark & Co, and Lollia candles {seriously, worth a trip just to get a whiff of these bad boys}. They have sizes XS-L, but of course being a small boutique there are only a few of each — so a regular trip to try to get their latest is definitely necessary.

Ambiance: 5

Like the entrance, the shop has an enticing zen-like feel with calm colors and a pleasing aesthetic. Hanging clothing racks are interrupted with table arrangements to fit the perfect balance of organization and enjoyment.

Convenience: 4

Although a little off the beaten path {the literal Grove Street PATH is a 7-minute walk but you could almost miss this spot if you’re not looking for it}, the shop fits perfectly into its tree-lined street. It’s right on Jersey Avenue, so near all of the downtown JC action.

Authenticity: 4

Many of the products are unique to Vivi Girl Shop and not found in other boutiques around town, so as far as authenticity goes, the vibe matches the decor. And since the shop has been around since 2008, we know we’re not alone. Allin for this glorious cozy shopping destination filled with original finds.

Final ‘Get Up & Go’ Score: 4

Definitely an adorable place to add to your local shopping routine, sogo see what the buzz is all about!

Genna moved to Hoboken upon graduating from the University of Tennessee to start her Marketing career at HGTV, and is most currently at The Knot in downtown Manhattan. To Genna, there's nothing better than cheering on UT football, soaking in warm sunny weather on her balcony, and watching starry-skied movies on Pier 13. You may have spotted Genna as a customer associate at Anthropologie ...that is, when she's not doing Hot Yoga or punching bags at CKO! Most days, you can find Genna circling the Mile Square on an early morning run or attempting to justify her shopping habits along Washington Street.